Attracting new leads to your website doesn’t happen with a magical wave of the wand. You have to promote your business for people to find you. One way to do that is through search advertising (i.e. pay-per-click). As an affordable option for many businesses, it’s the go-to method for driving visitors to a website.

If you want to follow one of the most successful forms of digital advertising, watch our video and learn what pay-per-click is all about.

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One question we get a lot here is: What exactly is P-P-C? PPC is an acronym for Pay-Per-Click; no not paper clip – Pay. Per. Click! Pay Per Click sounds just like what it is – it’s a type of digital advertising that incurs a charge each time a person clicks on an ad.

Most search engines have an integrated online advertising platform that allows advertisers to drive traffic to their website through PPC advertising (among other types, but we can get into that later). Advertisers bid on placement in results pages within the search engine through a complex auction.

Based on an individual’s search, the engines look at thousands of advertisers and complex algorithms, to determine which ads will be shown to an individual searcher at any given time. The main advantage to this type of advertising is that an advertiser can identify those searchers who expressed explicit interest in their product or service, and place themselves in front of them to offer a solution for their search; a win-win situation for both advertiser and user.

Just as in fishing – you’re far more likely to catch a fish with a worm than a sandwich, so in PPC, you have to consider the interest of your “fish!” The great news about this type of advertising is that you have the ability to get out in front of the searchers (or fish) no matter the size of your business; any advertisers, large or small can get involved and start driving traffic to their site.

Guide to Pay-Per-Click Basics

Want a quick rundown of pay-per-click? Check out our guide for all the basics!
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